Netflix will try to outbid Sky and other rivals for new films and television shows while commissioning more of its own programmes, as the internet video company attempts to improve its position in the British market.

Reed Hastings, its chief executive, said that Netflix would invest more to secure the rights to better films and programmes this year. He was responding to criticism that the British service’s content was poor.

However, he said that the company would not overreach as it needed to boost the number of its British users to fund the acquisition of new titles.